Volkswagen Super Bowl Sequel: ‘Dog Strikes Back’ (Video)

After generating buzz, nostalgia and a bit of goodwill with its “Star Wars”-themed 2011 Super Bowl ad, Volkswagen of America has been under pressure to follow up with another hit for this year’s big game.

The car maker today released “The Dog Strikes Back,” which will run in the second quarter of Sunday’s game. VW is also showing a special 75-second version of the ad online.

The 60-second spot focuses on the company’s new 2012 Beetle, which is designed to be more athletic and fun to drive than the previous model. In the ad the Beetle’s physical makeover inspires a sedentary dog to get in shape.

The commercial is likely to tug at the heartstrings of dog lovers and might even compel their human companions to go for a jog. It also includes a gift for Star Wars fans.

Unlike Volkswagen ads of a decade or more ago, the current one is noticeably warm, fuzzy and aimed at a broad, diverse audience. It isn’t hard-edged or youth-leaning like the old “Drivers Wanted” campaign. It reflects the company’s strategy to grow by winning over customers in just about every demographic group.

“This year’s commercial will build on Volkswagen’s ability to tell human stories simply while continuing to build on the brand’s momentum in the year ahead,” said Tim Mahoney, Volkswagen’s U.S. marketing boss.

The new ad’s theme, “Back. And better than ever,” is meant to reflect the company’s recent sales momentum. Volkswagen today reported a 48% increase in January sales. It was the company’s best January performance since 1974 – back when its old Beetle was a big seller.

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